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Services Marketing

Services Marketing

ISBN - 9789332551718
K. Rama Mohana Rao

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About Author

The last thirty years have witnessed a steady increase in the contribution of the services sector to economic growth. In fact, the contribution of services to the economies of the USA—the first to be declared a service economy with the services sector contributing more than 50 per cent of the GDP—and other developed countries continues to grow even now. However, in recent times, even developing economies have come to rely on the services sector for economic growth. Organizations have come to realize that services—characterized by intangibility, perish ability and variability—are different from goods; hence, their marketing requires the use of specifically formulated strategies. It is no surprise then that services marketing has evolved as a specialized branch of study. Present-day managers need this knowledge to effectively drive the growth of their organizations.

The second edition of Services Marketing, with an enhanced conceptual foundation, meets this requirement of students, managers and marketing professionals. This thoroughly revised and updated edition retains the best-loved features of the first edition, while improving on the pedagogy. The enhanced pedagogy and coverage in this edition in conjunction with the lucid and pithy style of the author make this book perfect for students of business administration, commerce and management.

Key Features

* 17 Simulations

* 14 Teaching slide with detailed modules

* Pre-built questions

* Seven new chapters

* Opening vignettes

* Five short cases

*One year of subscription from the date of purchase

* 14.5% Service tax applicable on this product

Additional Information

ISBN 9789332551718
File Size (eBook) No
Edition No
Discipline Management

1 . Introduction to Services Marketing

2 . Marketing Management: Core Concepts

3 . The Marketing Environment

4 . The Services Sector in the Indian Economy

5 . Consumer Behavior in Services

6 . Marketing Information System and Research

7 . Services Strategy

8 . Market Segmentation

9 . Competition Analysis and Strategies

10 . Service Demand Management

11 . The Service Product

12 . Service Branding and Positioning

13 . Physical Evidence

14 . Pricing

15 . Distribution

16 . Internal Marketing

17 . External Marketing

18 . Interactive Marketing

19 . Service Quality Management

20 . Service Failures and Recovery

21 . Customer Relationship Management

22 . International Marketing of Services

23 . Consumer Protection in Service

24 . Services Marketing in India

Case Studies

K. RAMA MOHANA RAO is Professor, Department of Commerce and Management Studies, Andhra University, Visakhapatnam, Andhra Pradesh. He teaches marketing management and services marketing to MBA students. With a master's degree in commerce and a Ph.D. from the Faculty of Commerce and Management Studies, Andhra University he has a teaching experience of 20 years at the post-graduate level. He has published several research papers and research reports as well as guided research students. He has organised national seminars, served as a member in many professional bodies, and been a consultant to service organisations.

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